David Silverberg
Technological journalist
Kelsey Krakora
Kelsey Krakora made a career in live shopping
After obtaining his university degree, Kelsey Krakora worked full time in a steakhouse, bartender and serving meals.
She had tried to sell clothes online, but only part -time.
But in 2021, everything changed for Ms. Krakora, based in Cleveland.
She went for the sale of clothes on Whatnot, then poshmark – Market Places online where people can also use live video to sell items.
“My first live show with Poshmark was on November 27, 2022. I sold Zero Things during my first show … but it did not last long!”
Now, it sells approximately 100 items per show, worth around $ 1,000 in sales (£ 773).
Her emissions last an average of three hours and she is between two and three per week.
“These events are inclusive, welcoming, you can buy in your PJ, and there is no need to go to the shopping center,” said Krakora.
Live purchases have been popular in the Asia-Pacific region for some time, where social networks such as Douyin de China regularly host live shopping flows, but now European and American brands are experimenting with this new way to sell their products.
Live shopping is a loved one compared to the purchase channels like QVC, where viewers are invited to call and buy the products demonstrated by the presenters.
But live shopping acts as a faster shortcut of the buyer in product, in particular in the purchase era in one click, made popular by online retailers such as Amazon.
In addition, as young generations are increasingly reducing the agreement and cannot access cable television, the purchase channels do not maintain the same relevance as in the past.
It is estimated that the live shopping market has reached $ 32 billion, the most active sectors being fashion, cosmetics and collectibles.
A 2024 survey of the VTEX digital trade platform revealed that 45% of American consumers have traveled or bought live shopping events in the past 12 months.
Guillaume Faure, director general of Livemeup, who provides live shopping video software, remembers when the interest in live purchases has increased.
“When Instagram introduced coils, and when YouTube launched shorts, we saw live purchases taking off.”
He noticed the popularity of tutorials and practical videos in live shopping events, such as the way hosts can teach buyers how to apply a certain type of makeup, or organize a variety of flowers to deliver the most evocative bouquet.
Getty images
Chinese blogger Li Jiaqi sold 15,000 lipsticks in five minutes thanks to live broadcasting
However, some analysts believe that live purchases are likely to have a limited call.
“Many companies have tried live purchases, but that simply does not adapt,” said Sucharita Kodali, detail analyst at Forrester Research.
“Maybe it works in China where they don’t have the same type of store density that we have in the United States, where it is better for consumers to go and try something rather than watching a host try a garment,” she adds.
Jonathan Reynolds, academic director of the Oxford of Retail Management Institute, University of Oxford, also stresses that the Chinese market is different.
“In China, the so-called Keys of Key Opinion (Kols) like Li Jiaqi, the so-called King of Lipstick, are well established,” he said.
“Li has carefully built its personal brand to demonstrate its expertise and strengthen consumer confidence. Kols also works in much more sophisticated platform ecosystems,” said Reynolds.
Even Ms. Krakora admits that not all products work on a live shopping flow.
For example, she prefers to buy jeans in person. “I am tall and I have specific jeans that I wear,” she said, “and there are styles and proven brands that I like.”
Bruce Winder, retail analyst in Toronto, also says that for some buyers, the convenience of live purchases could be too attractive.
“Consumers can become dependent on the emission or the channel … and some consumers may not be able to stop watching and spending when taken in the moment,” he adds.
Bruce Winder
Live shopping could be too addictive for some buyers says that Bruce Winder
Despite these potential traps, the big brands and platforms jumped on the live shopping train.
Nordstrom, Kit Kat, Samsung and L’Oréal sold products during these flows while the hosts presented new products or at reduced prices, and joining Poshmark as host for these events are Amazon, Ebay, Tiktok, Youtube and Instagram.
“Live shopping allows buyers to have a conversation with someone who knows the products sold, and who generates a lot of excitement,” explains Manish Chandra, general manager and founder of Poshmark.
“This also creates a community where other buyers are in the same show, and it is really a different experience from that of a traditional shopping trip.”
For some brands, live purchases have changed the situation.
The high-end The House of Amouage perfume brand has teamed up with Nordstrom at the end of 2024 to bring its live shopping events to the United States.
Amourage, based in Oman, followed the success they have known in China. In the 140 live flows they organized with Chinese influencers on the Social Platforms Douyin and Taobao in 2023, they sold more than 3,000 units.
The creative director of the company, Renaud Salmon, says that it helps the company discover what its customers want.
“In the past, we would have used customer satisfaction surveys,” explains Mr. Salmon, “but with live purchases, we immediately get comments and I bring it back to my team to help refine our products.”
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